Creating an Awesome Contractor Website
Do you own a construction company or a home improvement business?
Maybe you are thinking about going out on your own?
Have you set up your contractor website yet? If the answer is no, you may be missing a great opportunity to grow your business and your income.
Successful construction and home improvement business owners recognize the need for a great website. They know that creating a great contractor website will help grow their income.
Why don’t construction and home improvement contractors set up a contractor website?
Most construction and home improvement contractors are small businesses. They may be small business owners with only a few employees. They may be independent contractors who depend on word of mouth marketing to find their next job.
The one thing that every contractor has in common is they don’t have a lot of free time! If they are not working on a project, they are beating the bushes trying to find that next job.
Statistic Brain published the following stats on why small business owners avoid setting up a website.
- Business does not need one – 41%
- Cost – 19%
- Lack of Time – 16%
- Other – 10%
- Too Complex – 9%
As the adage goes, haste makes waste. Contractors who avoid setting up a website for their business are doing all the sales work. They miss the opportunity for a contractor website to be working for them during their down time. Contractors who invest time into developing a website have an asset. The asset sells for them even when they are away from the business.
There are a lot of benefits for small business owner to build a great contractor website. Among these is that the website stands in place of the small business owner when they are not available.
Small business owners feel compelled to be available 24/7 for their customers. But, that is not possible. Customers search for solutions around the clock. A great contractor website gives a company a full-time presence in the marketplace.
If a customer searches for a solution at 11:30 at night, the website is there.
If a client needs an opinion on a problem during the owner’s vacation, the website is there.
If a prospect needs answers when the owner is coaching their kid’s sports team, the website is there.
A website does not take the place of a talented small business owner. It enhances the position of the small business owner. It adds a dimension to their skills that most of their competition does not have.
7 Building Blocks for a Great Contractor Website.
There are common items that go into making a good website for all businesses. These include setting up a URL and securing a hosting service for the website. Search Engine Optimization (SEO) helps the website compete for site traffic.
See our course on SEO for Contractors.
Setting up a successful contractor website includes 7 key building blocks. Including these 7 building blocks will help the site compete for traffic. Small construction business owners should include the following building blocks in their website.
- Online Portfolio of Work – Construction
and home improvement contractors sell products and services that are tangible. Customers see the final results. They make their buying decisions based on what they expect the project to look like. Part of a contractor website should include a portfolio of finished projects. The portfolio gives customers an opportunity to see if the contractor can meet their expectations.
- Customer Testimonials – Customers do not like to be the first in line. They want to see a proven track record of performance with companies that they do business with. Customer testimonials are a great way to build credibility with potential customers. Contractors should ask customers for testimonials.
- Blog – Successful small construction business owners have sales skills. They would not have a company if they were not able to sell projects. A blog allows the small business owner to have a discussion with potential customers. They can explain problems and offer solutions to those problems.
- Legal Notices – Many states that contractors do business in must have a license. Most states require that those licensing numbers be displayed on all marketing materials. Websites are included in this list of marketing materials. Home improvement and construction contractors need to be certain that their websites meet the regulatory requirements of the areas that they are contracting work in.
- Outbound Links to Manufacturers/Trade Associations – Many contractors are members of trade associations. Most contractors are certified to install products manufactured by specific companies. Establish a web page that highlights those relationships. Place the manufacturer or association logos on the web page. Provide back links to their websites. Follow-up with them and make sure that they back link to the contractor website.
- Social Media Links – Social media is a way for contractors to share current news and events about their company and industry with the marketplace. Social media traffic should, in turn, drive more traffic back to the contractor website. A contractor website should link to social media pages for the company. Social media keeps the contractor’s business in front of customers who are most interested in the services they provide. Channels include Twitter, Facebook, LinkedIn, and YouTube.
- Company Branding – Successful contractors establish a brand for their company. As the company builds, its reputation customers begin to identify with the company. They recognize the name, the tag line and the logo of the company. Each page of the website needs to help establish the company brand. Customers begin to recognize the brand in many areas including company vehicles, job site signs, and community sponsorships.
Managing Customer Relationships using a Contractor Website.
The keys to building relationships with potential customers are the same as maintaining existing relationships.
They are relevancy, rapport, and credibility. Customers have a problem, and they go looking for a solution. They want to know that the contractor has a relevant solution. They want to build rapport and feel comfortable with the contractor. And they want to work with a contractor who has credibility.
Successful contractors build relevancy, rapport, and credibility with their customers. A great contractor website helps contractors achieve this goal. These 7 building blocks help to create that foundation.